James Cook University Subject Handbook - 2024

BU2108 - Marketing Matters

Subject Description

This subject introduces students to the pivotal role marketing plays in business. This subject provides students the opportunity to witness the marketing pillars in a real life, everyday scenario and how marketing impacts the overall profitability of a business. There will be a focus on the management of the marketing activities and how marketing relates to overall organisational functioning. Students will examine how external forces impact a business operation, evaluate how the business operates, identify target audience and recommend a digital marketing solution that will grow sales. No matter what role you have in business, it will encompass some form of marketing - this is why marketing matters.

Learning Outcomes

• understand the fundamental marketing principles and how they relate to business
• conduct business analysis to identify business opportunities
• successfully deliver a persuasive presentation in the form of a marketing pitch
• work collaboratively as part of a team to deliver an outcome

Subject Assessment

• Written > Project report - (40%) - Group
• Written > Reflection/reflective task 1 - (30%) - Individual
• Oral > Presentation 1 - (30%) - Group

Note that minor variations might occur due to the continuous subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.

Inadmissible Subject Combinations:  BU1008 BU1108 BU1808 BU1908 BU2208 MG1702 MG2702

Availabilities